Table of Contents
Prologue vii
Introduction ix
Chapter 1 The Four Cornerstones of a Good Business 1
Part 1 A Vision of Social Responsibility
Chapter 2 Maintaining a Strong and Dynamic Corporate Culture 15
Chapter 3 Diversity: A Good Business Choice 31
Chapter 4 The Environmental Agenda 35
Chapter 5 The Market Perspective 49
Part 2 Differentiation through Control of the Value Chain
Chapter 6 Creating a Unique Product Range 69
Chapter 7 Building a Supply Chain to Deliver Low Prices 79
Chapter 8 Efficient Retail Stores 91
Chapter 9 Effective Communication 97
Chapter 10 Working as One Company 101
Chapter 11 Staying on Track 113
Part 3 Market Leadership and a Balanced Market Portfolio
Chapter 12 The Market Strategy 127
Chapter 13 The European Expansion 131
Chapter 14 Strengthening Ikea in the United States 135
Chapter 15 Developments in Russia and Asia-Pacific 139
Chapter 16 A Local Company or a Global Retailer? 149
Chapter 17 Global Expansion in Retail 153
Part 4 Building for the Long Term
Chapter 18 The Financials 171
Chapter 19 The Role of the CEO l75
Conclusion: Doing Good Business while Being a Good Business 185